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186.9 Million Expected to Shop Black Friday 2025

11/25/2025

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Shoppers Gear Up

The National Retail Federation projects 186.9 million shoppers will participate in Black Friday 2025 on November 28, up from last year.
Early sales are underway at Walmart, Target, and Amazon, with Walmart offering an 85-inch TCL Roku TV for $498.
Many shoppers plan to spend less due to rising costs, with average spending projected at $890.
Kohl's and JCPenney offer discounts averaging 45.4% and 74.1%, respectively.

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Shoppers Brace for Black Friday

Which? research shows Black Friday deals on 28 November may not offer the best prices, as tracked items did not reach 12-month lows.
Britons are expected to spend £9.52 billion over the four-day weekend, with much of it online.
Walmart has launched its Black Friday Deals & More event offering up to 50% off, amid a Deloitte survey showing consumers plan to spend 4% less this year.

History

Historical Context

Black Friday, the day after Thanksgiving, has evolved significantly since its origins in the 1950s, when it referred to shopping-induced congestion in Philadelphia. By 2014, sales reached $50.9 billion, driven by major retailers like Walmart and Amazon adopting aggressive discounting strategies. As consumer behavior shifts towards online shopping, projections for 2023 indicate 186.9 million shoppers will participate, reflecting ongoing changes in holiday spending habits.

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Shoppers Gear Up

The National Retail Federation projects 186.9 million shoppers will participate in Black Friday 2025 on November 28, up from last year.
Early sales are underway at Walmart, Target, and Amazon, with Walmart offering an 85-inch TCL Roku TV for $498.
Many shoppers plan to spend less due to rising costs, with average spending projected at $890.
Kohl's and JCPenney offer discounts averaging 45.4% and 74.1%, respectively.

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